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L'expérience client un levier de différenciation

Diplômé de l'université de Berkeley aux Etats Unis. Formation et conseil en marketing direct (CRM). Formateur diplômé FSEA du brevet fédéral de formateur pour adultes.

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GDPR data protection

Thierry TalagrandThierry Talagrand

Data privacy laws

Last year broke down GDPR and en 2020 go into effect California Consumer Privacy Act. pass on June 2018 a similar piece of legislation.

It’s important for companies to understand that these laws are a good thing. The implementation of data privacy laws ensures guest confidence. They’re also a great time to reflect on your practices and make updates which will give your guests more confidence when staying with you and giving you their personal data.

The law is set to go into effect January 1, 2020, but it will include a one-year lookback. Meaning you will need to be able to explain any data you have collected on a guest since January 1, 2019.

The right to know what data is being collected about them.

For example, IP address and device identifiers, which help you store “proof” of consent in DOI campaigns, are considered personal data, and thus need to be disclosed to the person you are capturing it from.

The right to access their personal data

Guests will have the right to know and receive access to any data you have collected about them.

The right to erase their personal data

Clients have the right to have their profile and all related data erased. In that case they will no longer appear in segments. Client will be added again if they make a new reservation.

The right to opt-out of data selling

This gives guests the option to choose not to allow their data to be sold and to receive the same service for the same price as those who do not opt out. Hoteliers aren’t likely to sell guest data and guests should receive the same service whether they opt out of you selling their data or not.

You need to get proof of consent to market to your client

Double opt-in campaigns are not required on California Consumer Privacy Act. but it apply with GDPR. The CCPA only applies to companies that receive the personal information of at least 50,000 with annual gross revenue in excess of $25 million or get revenues from selling consumers’ personal information. The right of access, right to erasure, and clearer measures of showing which data you are capturing and why exist in both.

Source: Revinate customer service.

Diplômé de l'université de Berkeley aux Etats Unis. Formation et conseil en marketing direct (CRM). Formateur diplômé FSEA du brevet fédéral de formateur pour adultes.

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